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Wheels of Independence: Women’s Journey in Scooter Ownership
Research Objectives
Understanding the relationship between Women and Scooters
Understanding the decision-making process
Assessing the key brand perceptions of client vs. Competition
Approach and Methodology
Focus Group Discussion
With 8 Respondents
Lasting up to 1.5 hours
At a Central Venue
SAMPLE SIZE: 12 FGDs
MARKET: Delhi, Mumbai, Kolkata & Bangalore
Target Group
Female
18-24 Years
Student, Early Jobber
SEC: A & B
Usership
Purchased a new scooter in the past 3-6 months.
Mixed user of Hero Pleasure, Honda Activa and TVS Scooty.
Must be using her scooter for daily commute.
Must be the main decision maker for purchasing in terms of brand selection.
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